The study of Tata Nano car technology has demonstrated the fact that how a technological revolution has taken place in Automobile sector by the introduction of Tata Nano car in the market. It is 2 feet shorter than a Mini Cooper, has a comical appearance and weighs less than the four passengers it seats. But for the 350-millionplus middle class of India, Tata Nano, the world's cheapest car at $2,000, is a cause for exhilaration and for the first 100,000 lucky customers drawn via lottery, it's a dream come true. A century after Henry Ford put America on wheels with the Model T; the affordable Tata Nano is doing the same to the less privileged of the world. What is now dismissed by many as a "toy car" could soon reveal itself to be the mouse that roared, one of the most transformational consumer products of the century. Roughly 100,000 Indians lose their lives on the road every year, seven times the rate of the developed world. In a country where it is not uncommon to see entire families overflowing a rickshaw or women in saris sitting side-saddle on a bike with small children on their laps, moving one's family from an unsafe bike into a plastic capsule is a sensible $2,000 investment. Safety and affordability were what Ratan Tata, chairman of the Tata Group, envisioned for the Nano. The low sticker price means a 65 percent increase in the number of Indian families who can now afford a car. But India is not the only hub of poverty and what works for its middle class could appeal to those in Bangladesh, Pakistan, Sri Lanka, Guatemala, Congo and scores of other countries, including China, where the middle class is projected to hit 700 million by 2020. Because of this huge potential market, and even though the Nano emits 25 percent less carbon dioxide per mile than a standard automobile, environmentalists are terrified by the micro-car. Nobel Prize winner Rajendra Pachauri, head of the Intergovernmental Panel on Climate Change, said he was "having nightmares" about the Nano and its potential to pollute. But these concerns could be alleviated should the tens of millions of new micro-cars that will roll onto the planet's roads be able to run on something other than gasoline. There are many approaches here, from compressed air to batteries. All of them would increase the car's price and weight, making it less attractive to the poor. The only exception is the flex-fuel technology, which would allow micro-cars to run on any combination of gasoline and alcohol, as do most cars in Brazil today. Flex-fuel technology would bump the price of the Nano by less than $100. But it would allow Indians to grow their fuel rather than import it. Nearly half of India's land is arable, and it is already the world's second largest producer of sugar cane— by far the best crop for ethanol production. 2

Micro-cars with flex-fuel engines fed by domestically grown fuel would reduce poor countries trade deficits, strengthen their energy security, create agricultural jobs and even reduce carbon dioxide emissions. Micro-cars can be engines of prosperity in more ways then one. But only if they offer the world's poor more than the false hope of indefinite cheap gasoline.

Case Analysis (Interpretation of course concept)

In this part of the report various technological aspects, formulas and models are analyzed regarding Tata Nano. Pricing Strategy Tata initially targeted the vehicle as "the least expensive production car in the world"— aiming for a starting price of 100,000 rupees or approximately $2050 US despite rapidly rising material prices. As of August 2008, material costs have risen from 13% to 23% over the car’s development and Tata...

...﻿Timothy May
Global Business
Dr. Mona Bahl
TataNano
1. How would you segment the Indian automobile industry? Where will Nano have the best appeal?
The automobile market in India shows that two-wheelers and three-wheelers in India vastly outsell four-wheeled cars. The graph below shows a good representation of how the market was segmented during the time of the case. This makes it easy to see that most mobile persons were buying...

...CASESTUDY ON TATANANOTATA MOTORS HAS UNVEILED THE WORLD'S CHEAPEST MOTOR NANO CAR
The case discusses the making of TataNano, the world's cheapest car, manufactured by India based Tata Motors. On March 30, 2009, TataNano was launched with an ex-factory price tag of INR 100,000 (about US$ 2000). The case...

...reasons for Tata Motors to enter the global ultra-low-cost car market?
Tata Motors is one of the India’s largest automobile makers where manufactures cheap vehicles. A firm can reach a superior percentage of profit by supply an identical goods or service at a lower cost (Grant, 2010). It is to believed that Tata Motors choose to enter global market in low cost market is because in lower medium and low incomes population is more where this can win...

...To: Mr. Ratan Tata, Chairman TATA Group of companies, India
From:
-------------------------------------------------
Date: Fall 2008
The issue that TATA Motors Inc. is facing right now is to predict the viability of the Project Nano. Also, TATA Motors Inc. wants to know what other steps it can adopt to improve the chances of success for its newest venture- The Nano.
Overview...

...TataNanoCase Analysis
Ratan Tata, chairman of Tata Motors Ltd., hoped to raise the status of Middle class families in India by offering the TataNano. Expectations were increasing amongst the customers regarding the product features and its efficiency. Competitors were eagerly waiting for its arrival to find out what they were going to be up against. It had strong and convincing features and...

...Introduction:
The Tata group is one of the largest automobile companies in India and ranks sixth in the commercial vehicle manufacturing in the world. It is a leader in the commercial as well as the passenger vehicle segment. The top three passenger vehicles are sports utility vehicle, mid-size car and mini-truck. In May 2008, the Tata group acquired Ford Motor’s British based automotive icons Jaguar and Land Rover. Lack of safer, comfortable and spacious...

...Executive Summary
Tata Motors, the General Electric of India is a conglomerate with a commanding presence in a vast industries across India and globally. In January 2008, Tata introduced to the Indian public it’s ultra cheap car “Nano”. The expected retail price for the Nano was expected to be as little as USD2,500 and would cater for the fast growing middle class segment of the Indian population. Tata Motors was set to...